PART ONE: Overview of Marketing Theory
Chapter 1: Marketing - Philosophy or Function? - Michael J. Baker
Chapter 2: Marketing Theory - Michael Saren
Chapter 3: A History of Historical Research in Marketing - D. G. Brian Jones and Mark Tadajewski
Chapter 4: Marketing Ethics - Patrick E. Murphy and Kelly D. Martin
PART TWO: Disciplinary Underpinnings of Marketing Theory
Chapter 5: The Economics Basis of Marketing - Richard J. Varey
Chapter 6: The Psychological Basis of Marketing - Allan J. Kimmel
Chapter 7: The Sociological Basis of Marketing - Kjell Grønhaug and Ingeborg Astrid Kleppe
Chapter 8: Cultural Aspects of Marketing - Kam-hon Lee and Cass Shum
PART THREE: Theories of Marketing Management and Strategy
Chapter 9: The Marketing Mix: A Helicopter View - Walter van Waterschoot, Thomas Foscht, Marion Brandstaetter and Andreas B. Eisingerich
Chater 10: Marketing Strategy - Robin Wensley
Chapter 11: Market Segmentation and Segment Strategy - Sally Dibb and Lyndon Simkin
PART FOUR: Theoretical Sub-Areas of Marketing
Chapter 12: Consumer Behaviour - Margaret K. Hogg and Rob Lawson
Chapter 13: Marketing Communications in a Digital World - Julia Wolny
Chapter 14: Theories of Value and Brand Equity - Mark S. Glynn and Roderick J. Brodie
Chapter 15: Innovation and New Product Development - Susan Hart
Chapter 16: Relationships and Networks - Kristian Møller
Chapter 17: Theories of Retailing - Christopher Moore and Stephen Doyle
PART FIVE: THEORIES OF SERVICE IN MARKETING
Chapter 18: The New Service Marketing - Evert Gummesson
Chapter 19: Service-Dominant Logic - Stephen L. Vargo, Robert F. Lusch and Kaisa Koskela-Huotari
PART SIX: MARKETING THEORY, SOCIETY & THE ENVIRONMENT
Chapter 20: Social Marketing Theory - Sharyn Rundle-Thiele
Chapter 21: Sustainable Marketing - William E. Kilbourne and Anastasia Thyroff

Marketing Theory introduces and explains the role of theory in marketing by uncovering its histories, disciplinary underpinnings, subfields, discourses and debates.  From strategy and ethics to digital marketing and consumer behaviour, leading marketing experts shine a light on what can be a challenging perspective of marketing. 
 

In this new Third Edition there are up-to-date examples from global companies such as Pepsi, Amazon and H&M; entirely new chapters on Digital and Social Media Marketing, and Service-Dominant Logic (SD-L) and contributions from Global Specialists including Bob Lusch, Patrick Murphy and Susan Hart.

Ideal for Upper level undergraduate and postgraduate marketing students studying marketing theory, critical marketing, and the history of marketing modules.